An ‘outside’ internal corporate spokesperson delivers a specific message to many people – group-by-group.
Large companies have many different means to communicate important messages internally within their company. Memoranda, company-wide emails, blogs, newsletters, a direct message from the president, internal video, and large group meetings. The more important the message, the more likely it will come directly from a living person such as the president or a senior executive. The more routine the message, the more likely it can simply be communicated by email or as an announcement in a newsletter.
When large companies have a public relations fiasco, they hire outside public relations firms that specialize in crisis management. A great example of this type of public relations nightmare would be British Petroleum’s Gulf oil spill. In these cases, external experts are utilized to coordinate and control the message. While the president of the company or another senior executive could be the point person, too often they are either ill-equipped and/or busy handling their own duties.
Similarly, when a large company has an internal communications issue, an outside communication specialist can be hired to effectively convey a specific message. The internal message does not need to be a crisis (like an oil leak), but the message could be significantly important to the long-term direction and benefit of the company. It could be a significant change in policy or strategic focus. It’s a message that needs a messenger. It’s a message that would be poorly received if sent only in an email. It’s a message that needs to be personally delivered so that the employees feel respected and valued. It’s a message that needs a messenger to effectively change hearts and minds.
An internal corporate spokesperson is a trained, professional communicator who takes a single, critical, and urgent message and delivers that specific message directly. While the president or another senior executive is the ideal messenger, they are typically too busy with other duties.
In these types of cases, it makes sense to hire an outside expert to be your internal corporate spokesperson.
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Steve Weber is a speaker, Forrest Gump tribute artist, conference host, internal corporate spokesman, blogger, and author. The simple, yet powerful, truths from the movie Forrest Gump will turn your next meeting into a productive event. Steve’s three principles of Gumption are designed to transform your life. Learn more at SpeakingGump.com.